Week Three: Colour Pallete

The psychology of colour, as it relates to persuasion is one of the most interesting- and most controversial aspects of marketing.  The reason being, most of today’s conversations on colors and persuasion consist of hunches, anecdotal evidence and advertisers blowing smoke about “colors and the mind.” In an appropriately titled study called Impact of Color in Marketing, researchers found that up to 90% of snap judgments made about products can be based on color alone (depending on the product).
 This can be applied to advertising done within posters.

Colours in Advertising

Red: This is a notoriously difficult colour to own in any sector, especially in its primary form. It's the colour of anger and danger, but also warmth and passion. And since it's also scientifically proven to increase your heart rate and raise your blood pressure, it's a bold choice to use it extensively.

Orange: Bright, fun and friendly, orange has a playful, childlike appeal and three very different brands claim ownership of it in their respective sectors.

Yellow: Positive, sunny and optimistic, yellow is energetic and eye-catching – and particularly effective for point-of-sale messaging, as it's proven to catch the eye quicker than any other colour.

Green: Green is an emotionally positive colour, signifying growth and rebirth and, of course, nature. It represents stability and endurance, but it also prosperity and abundance, and taken to the extreme it can be a colour of wealth and luxury; a real mix of meanings.

Blue: Blue is a cool, clear colour which has a trustworthy, dependable feel

Purple: Pale lavender has a nostalgic, sentimental feel, whereas richer, darker purple has a sophisticated tone often linked with royalty.

Black: Okay, so most brands use black in their branding some capacity – but used as the primary brand colour, it has a bold, powerful, classic effect that feels confident and sophisticated for more expensive products.

White: Simplicity and purity are the overwhelming associations with white in branding, and its brightness immediately catches the eye when used in signage.

From here I looked at colours that represent New Zealand and colours that represent Britain. 

Britain:                                                     New Zealand:

And also Patterns

Britain:

New Zealand:

This process enabled me to look at possible colours and patterns to use within my poster and what meaning they will present to the viewer, where I will attempt to draw on the pathos side of things through colour generating emotion.